We argue that a way culture influences decisions is through the reasons that individuals recruit when required to explain their choices. Specifically, we propose that cultures endow individuals with different rules or principles that provide guidance for making decisions, and a need to provide...

Over the past few years, customer relationship management and loyalty programs (LPs) have been widely adopted by companies and have received a great deal of attention from marketers, consultants, and, to a lesser degree, academics. In this research, we examine the effect of the level of effort...

When purchasing products, consumers often need to decide on the highest price they are willing to pay (WTP) and, when selling products, on the lowest price they are willing to accept (WTA). In this research, we contrast the determinants of WTP and WTA judgments and investigate their...

This research investigates the interaction effect of a very common task, explaining decisions, and an individual difference, need for uniqueness (NFU), on buyer decision-making. We propose that explaining (or providing reasons for) decisions shifts the focus from the choice options to the choice...

Two current trends, information overload combined with increased control of marketers (e.g., on the Internet) over the manner in which their products are sold and presented to buyers, suggest that deciding what information to provide or not to provide can determine a product's success in the...

Despite the very long history of research on heritable traits, we still know very little about genetic effects on judgment and choice, including consumer decision making. Building on recent advances in epigenetics, we hypothesize that people inherit a general prudence tendency, which affects...

Lynch and Schwarz offer different assessments of the "mission accomplished" conclusion and the summary of the manner in which BDT research tested well-established economics assumptions and offered an alternative view of decision making. By and large Lynch and I are in agreement regarding the...

A main objective of Behavioral Decision Theory (BDT) research--demonstrating that economic theory often fails as a description of decision making as well as gaining insights into systematic influences on judgment and choice--has been largely accomplished. This research program, published in...

Over the past decade, marketers have been challenged by proponents of individual marketing (e.g., one-to-one marketing, mass customization, personalization) to shift from a focus on market segments to making individually customized offers. Specifically, marketers should develop "learning...

We provide a theoretical framework for studying mate search and selection based on a two-sided matching model. Guided by the model, we study dating behavior using data from an experimental dating market, where we generate random matching of subjects and create random variation in the number of...